Direct mail is a way to get information directly to the homes of people in your area through a shared or solo piece of mail. This can contain a menu, coupons or promotional offers.

What is this important?

Sometimes it is tough to reach an audience through digital means and this can guarantee it shows up in their home. With a high value offer, it can lead to sales back to the restaurant that are easily trackable.

Execution:

• There are a few main companies that work with direct mail, but there are generally local options as well.
• Some of these examples are:
  • Valassis
  • Valpak
  • MoneyMailer
• Reach out to the Marketing Manager to discuss options. Direct mail is effective but can be one of the most costly marketing options

• Below is an examples of direct mail, but creative is based on your restaurant:

Radio ads give your restaurant a way to spread your messaging over a large, non-targeted area. You can work with a local radio station to do traditional 30-60 seconds ads, sponsorships or contests. Radio generally has other digital assets to add in as well for increased exposure.

What is this important?

Radio can reach a very large audience quickly and with multiple messages to drive in business to your restaurant. Continued messaging can help guests remember your restaurant in times like driving or work.

Execution:

• Radio should try to be as targeted as possible, and for Clean Plate restaurants, will generally do better with very local stations.
  • For example, if a radio station in the Atlanta area focuses more on Roswell than the greater Atlanta metro, it would be a better choice.
  • You should try to choose radio channels that reflect your target demographic.
    • Example: If targeting families, go for the country station or Pop 40 channel instead of hard rock or oldies.
• Radio can be a costly option, but generally involves multiple ads PLUS other digital assets (such as web banners on their website or email distribution).
  • See if there are promotions to take advantage of through the year and be strategic about when to use this tool.
  • Contests or pieces of a sponsorship that can link to your social media or email database can be even more beneficial
• Most radio ads are 30-60 seconds. Connect with the Marketing Manager about language for these ads.
  • Most ads should include the name of the restaurant at least 2-3 times, address (and locators), website, and message about your promotion or about your food.
  • If you hear the ad and something doesn’t sound right before they put it out, let the station know. It’s ok to correct pronunciation, language and music choice behind the words.
    • Include a call to action if possible!

Script example: Joe’s Italian is the #1 rated Italian Restaurant in Alabaster, ready to serve your family classic Italian fare like Lasagna, Fettucine Alla Panna, Pizza, Ravioli and more for lunch or dinner. With lunch entrees starting at just $7.99, stop by for a quick meal or relax with a glass of wine at dinner for a special occasion. And of course, you have to try their famous Strawberry Cake for dessert. Book their private banquet room for a party or order catering delivered to your door for the next event. Visit Joe’s Italian on Weatherly Club Drive in Alabaster today. 

A print ad in a magazine or local newspaper can give your restaurant a way to spread your messaging over a large, non-targeted area. This will generally include a coupon for a guest to bring back.

What is this important?

If you have a certain promotion or want to push a certain daypart or menu item, print ads can reach thousands of people at one specific time. When you include an offer, you can see immediate results in the coming days to bring in new guests.

Execution:

• You can either reach out to your local newspaper or magazine, or it’s likely someone from their sales team may reach out to you.
• Ask them for a “rate card” and to discuss ad sizing and options with you.
  • Be sure to get approval from the Marketing Manager on any ad spends, especially for any that may be multiple.
  • See if there are any special promotions going on. Sometimes things like “Back to School” or the holidays have different rates and may go out to more people.
• Once you know what you’d like to place, work with the Marketing Manager on a design.
  • Be sure to provide the “specs” so we can get the correct measurements for the designers.
  • Please also provide a timeline for when the artwork is needed by.
• Submit the completed ad back to the newspaper or magazine rep and be sure to mark on your calendar when it will be going out for distribution.
  • It’s important your staff knows when any offers or coupons might start coming in
  • For a large distribution, prepare for increased sales
    • Ensure there is a button on your POS for the comp to track success.

Things to note:

• Sometimes there is a discount on multiple ads purchased- if this is a paper you have a relationship with, this may be in your favor.
• See if they have any other ways to partner, such as a post on Facebook, digital ads, etc
• Be aware of the location of where the newspapers are distributed. If one area does not work, another zone may work better.

There are a few other less common traditional marketing tools that may be used in the right circumstances. Some examples are:

• A tv commercial
• A live appearance on television (making a dish, talking about an event, etc)
• Billboards
• Press releases (used for larger promotions and something that is newsworthy at your restaurant)
• Live radio remote (radio station comes to your restaurant and broadcasts live)

What are these important?

There are many ways to get your messaging out to an audience, and while these are less common with smaller local restaurants, the options are available to you and may be a good tool to bring in additional exposure, guests to your restaurant or sales for a promotion.

Execution:

• Based on the type, discuss with the Marketing Manager to plan and get materials prepared as needed.
• If one of these opportunities come up, keep an open mind! It might sound scary to have a news crew in your restaurant or cook on live tv, but these connections can really go far in the community.